Ford Motor Co.’s recent advertising campaigns haven’t quite hit the mark in terms of creating a positive buzz, so it’s going back to the future with an update to an oldie but goodie.
The automaker used to brag that its trucks were “Built Ford Tough,” but now the entire line-up is “Built Ford Proud.”
Unveiled at its dealer meeting in Las Vegas, Ford’s new mantra will begin appearing on television screens this weekend, primarily during college football games. Featuring actor Bryan Cranston, famous for “Malcom in the Middle” and “Breaking Bad,” the three ads basically center on Ford’s pride in its history, ingenuity and progress.
“So, let the other guys keep dreaming about the future,” he says while behind the wheel of an F-150 screaming through the desert, “we’ll be the ones building it.”
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The commercials are designed to lay the groundwork for the company’s plans to replace 75% of its line-up by the end of 2020. Running through the end of 2019, the television ads will be supported by digital and print efforts as well.
The straight-talking spots emphasize Ford’s unique family heritage, manufacturing excellence and history of innovation. The campaign features six brand and nameplate ads – plus two full-line retail TV spots. These include:
- A 60-second ad that introduces the world to “Built Ford Proud” and delivering new products and services, not promises
- A 30-second ad that conveys the pride and brand promise found in Ford’s iconic Blue Oval
- A 30-second ad that summarizes the feeling only Ford customers can expect when they buy a new Ford car, truck or utility vehicle
Ford, working with advertising agency Wieden + Kennedy, created a multi-channel campaign infused with pride, confidence and a touch of swagger, highlighting the company’s strong legacy of award-winning cars, trucks and utilities, advanced technology and ambitions to lead in a future of smart vehicles for a smart world.
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“Every Ford employee I know comes to work each day proud to drive a Ford vehicle and to build great products, services and experiences for our customers,” said Joy Falotico, Ford group vice president and chief marketing officer. “That’s at the heart of this campaign.”
Ford also worked with its Marketing Dealer Advisory Board on the campaign strategy and creative execution, which includes national and regional ads and digital content. The ads were shown to more than 3,000 dealers attending the event in Las Vegas.
These dealers, according to Ford, endorsed “Built Ford Proud” for its fresh approach and attitude, bringing to life the soul of the Ford brand as well as the company.
“This is what it means to fly the Blue Oval,” said Sam Pack, owner of Sam Pack Five Star Ford dealer group. “I’m proud to play a small part in the Ford family, giving back to the community and seeing how excited owners are to drive Ford vehicles and to have new products in the hottest segments about to go on sale.”
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Ford’s plans to leave the car market in the U.S. are well-chronicled and that 75% turnover includes a new Ranger, Escape and Explorer. Ford also is launching in 2019 the new Mustang GT500, new F-Series Super Duty and new Transit full-size van. An all-new fully electric performance utility is coming in 2020.